CASE STUDY
Turning social attention into WhatsApp-ready renovation leads across two cities
MAQS Renovations
Meta
Year
2025
Timeline
Ongoing (Always-On)
Scope of Work
Paid Media · Meta Ads · WhatsApp Marketing
Introduction
MAQS Renovations, a luxury villa renovation specialist serving Dubai and Abu Dhabi, needed to turn social attention into direct, high-intent conversations with homeowners considering a renovation. Rather than a single campaign, the goal was a structured always-on system that could support a long consideration cycle across two distinct markets.
A look at how a flagship click-to-WhatsApp campaign, backed by a rotating slate of creative-led engagement posts, delivered 182 campaigns and 6.01M impressions across Dubai and Abu Dhabi.
Results at a glance
BY CHANNEL
The problem
MAQS needed a consistent, scalable stream of renovation leads in a considered, high-ticket purchase category. The brand had to build familiarity across two distinct luxury markets, Dubai and Abu Dhabi, each with different price sensitivity and buyer profiles, while keeping cost per lead sustainable across dozens of concurrent creative tests.
One always-on system, two cities, one clear signal.
The approach
A flagship click-to-WhatsApp campaign, MAQS WA | Villa Main, was built as the primary conversion engine, backed by a continuous rotation of Dubai project and post creative to keep messaging fresh and combat fatigue.
City-specific engagement campaigns tested and compared Dubai versus Abu Dhabi demand directly, while always-on budget pacing of 74 to 500 AED per day per campaign protected efficiency as reach scaled.
Mapping the LEAD JOURNEY
Step 1
Flagship WhatsApp campaign launch
Step 2
Rotating Dubai project and post creative
Step 3
Dubai vs Abu Dhabi engagement testing
Step 4
Always-on budget pacing and optimisation
The Result
The best-performing campaign beat the account's blended cost per conversation.
29%
How far the best-performing evergreen post beat the 50.35 AED blended average cost per messaging conversation
The top nine campaigns accounted for 102,198 AED, roughly 71% of total spend, and are the clearest read on what performed. The flagship MAQS WA | Villa Main campaign was both the largest investment and the primary volume driver, generating 807 messaging conversations at 45.10 AED each, of which 83% were new conversations rather than replies within existing threads.
Efficiency varied meaningfully by creative and city. Against a blended average of 50.35 AED per messaging conversation, the best-performing evergreen post, Dubai Renovation Post 1, beat the average by 29%, while the Abu Dhabi engagement test came in highest at 195.72 AED, a signal that Dubai-specific creative currently converts more efficiently than the Abu Dhabi equivalent at the same budget level.
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